Apr 11
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Keywords are at the heart of Paid Search (at least in the current SEM environment). Therefore, choosing the right keywords along with implementing the right bidding strategy can have a significant impact on your SEM performance. When developing a keyword targeting strategy, having a solid understanding of your match type options is extremely important, along with how to use those match types effectively. I think it’s safe to say that most marketers involved with SEM understand the three basic match types, including broad, phrase, and exact match. Until recently, these were the only match types at your disposal. That was until last year, when Google launched Modified Broad Match . It’s a versatile match type that can be a great option for targeting a wider range of queries, without losing a lot of control like with standard broad match. I’ve used modified broad match extensively since it launched, and I’ve been very pleased with the results. Note, modified broad match only applies to Google AdWords at this time. As a quick example, here are the four match type options for the keyword Ping Golf Driver: Broad: ping golf driver Phrase: “ping golf driver” Exact: [ping golf driver] Modified Broad Match: +ping +golf +driver With broad match, many queries related to ping golf drivers can trigger your ads. This can yield the most impressions and clicks, but can also be the most dangerous option for you. If you run broad match keywords, you need to keep a very close eye on raw queries triggering your ads to ensure they aren’t unrelated and untargeted.
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How To Analyze Modified Broad Match Keywords in Google Analytics